ESPN’s New FIFA World Cup Ad Is One For The Fans

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May, 28, 2014: It cannot get any better than this.

The run up to this year’s FIFA World Cup has been no short of perfect from an advertising standpoint. In April, Nike released its Winner Stays ad which featured most of the football royalty. ESPN, on the other hand, has decided to go for a more humanistic approach.

The football World Cup is not merely an international sporting event. It is a platform on which human beings from different national, cultural, ethnic, social, and economic backgrounds gather and share universal exhilaration, sorrow and joy.

ESPN’s Time Zone ad features fictitious fans in England, Ghana, Spain, Russia, Iran, Japan, Mexico, Chile, and the United States and their mutual love for the game.

The final of the nearly five-week-long event is expected to draw as many as 700 million viewers from around the world. This year also marks the last of ESPN holding the broadcast rights to the event in America. Fox Sports will now hold the rights beginning in 2018.